IDEAS home Printed from https://ideas.repec.org/a/spr/joamsc/v51y2023i3d10.1007_s11747-022-00917-z.html
   My bibliography  Save this article

Non-face emojis in digital marketing: Effects, contingencies, and strategic recommendations

Author

Listed:
  • Davide Christian Orazi

    (Monash Business School)

  • Bhoomija Ranjan

    (Monash Business School)

  • Yimin Cheng

    (Monash Business School)

Abstract

Non-face (NF) emojis are increasingly used to complement or substitute words in digital marketing messages, yet the effects, mechanisms, and contingencies of this communication strategy remain underexplored. In a large-scale longitudinal study of Airbnb listings, we show that NF emojis (vs. simple text) lead to an increase in eWOM volume, an effect we replicate experimentally. This effect is qualified by important boundary conditions whose underlying mechanisms are investigated in two additional experimental studies. At the message level, using multiple substitutive (vs. complementary) NF emojis reduces message evaluations and eWOM volume due to reduced processing fluency. At the source level, seller quality further moderates the interaction between emoji function and emoji number: for premium sellers, using multiple NF emojis reduces message evaluations and eWOM volume irrespective of their function due to reduced perceptions of competence. We distill these findings into detailed managerial guidelines for using NF emojis in digital marketing.

Suggested Citation

  • Davide Christian Orazi & Bhoomija Ranjan & Yimin Cheng, 2023. "Non-face emojis in digital marketing: Effects, contingencies, and strategic recommendations," Journal of the Academy of Marketing Science, Springer, vol. 51(3), pages 570-597, May.
    • Handle: RePEc:spr:joamsc:v:51:y:2023:i:3:d:10.1007_s11747-022-00917-z
    DOI: 10.1007/s11747-022-00917-z
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s11747-022-00917-z
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1007/s11747-022-00917-z?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Christopher F Baum & Mark E. Schaffer & Steven Stillman, 2003. "Instrumental variables and GMM: Estimation and testing," Stata Journal, StataCorp LP, vol. 3(1), pages 1-31, March.
    2. Hansen, Lars Peter, 1982. "Large Sample Properties of Generalized Method of Moments Estimators," Econometrica, Econometric Society, vol. 50(4), pages 1029-1054, July.
    3. Ganga S. Urumutta Hewage & Yue Liu & Ze Wang & Huifang Mao, 2021. "Consumer responses toward symmetric versus asymmetric facial expression emojis," Marketing Letters, Springer, vol. 32(2), pages 219-230, June.
    4. Ma, Ruijing & Wang, Weisha, 2021. "Smile or pity? Examine the impact of emoticon valence on customer satisfaction and purchase intention," Journal of Business Research, Elsevier, vol. 134(C), pages 443-456.
    5. John Hulland & Mark Houston, 2021. "The importance of behavioral outcomes," Journal of the Academy of Marketing Science, Springer, vol. 49(3), pages 437-440, May.
    6. Rebecca Hamilton, 2016. "Consumer-based strategy: using multiple methods to generate consumer insights that inform strategy," Journal of the Academy of Marketing Science, Springer, vol. 44(3), pages 281-285, May.
    7. Oliver J. Rutz & George F. Watson, 2019. "Endogeneity and marketing strategy research: an overview," Journal of the Academy of Marketing Science, Springer, vol. 47(3), pages 479-498, May.
    8. Wu, Ruijuan & Chen, Jiuqi & Lu Wang, Cheng & Zhou, Liying, 2022. "The influence of emoji meaning multipleness on perceived online review helpfulness: The mediating role of processing fluency," Journal of Business Research, Elsevier, vol. 141(C), pages 299-307.
    9. Xiang Hui & Maryam Saeedi & Zeqian Shen & Neel Sundaresan, 2016. "Reputation and Regulations: Evidence from eBay," Management Science, INFORMS, vol. 62(12), pages 3604-3616, December.
    10. Christopher F Baum & Mark E. Schaffer & Steven Stillman, 2007. "Enhanced routines for instrumental variables/generalized method of moments estimation and testing," Stata Journal, StataCorp LP, vol. 7(4), pages 465-506, December.
    11. Ina Garnefeld & Tabea Krah & Eva Böhm & Dwayne D. Gremler, 2021. "Online reviews generated through product testing: can more favorable reviews be enticed with free products?," Journal of the Academy of Marketing Science, Springer, vol. 49(4), pages 703-722, July.
    12. Smith, Leah Warfield & Rose, Randall L., 2020. "Service with a smiley face: Emojional contagion in digitally mediated relationships," International Journal of Research in Marketing, Elsevier, vol. 37(2), pages 301-319.
    13. Ana Babić Rosario & Kristine Valck & Francesca Sotgiu, 2020. "Conceptualizing the electronic word-of-mouth process: What we know and need to know about eWOM creation, exposure, and evaluation," Journal of the Academy of Marketing Science, Springer, vol. 48(3), pages 422-448, May.
    14. Das, Gopal & Wiener, Hillary J.D. & Kareklas, Ioannis, 2019. "To emoji or not to emoji? Examining the influence of emoji on consumer reactions to advertising," Journal of Business Research, Elsevier, vol. 96(C), pages 147-156.
    15. David Godes & Dina Mayzlin, 2004. "Using Online Conversations to Study Word-of-Mouth Communication," Marketing Science, INFORMS, vol. 23(4), pages 545-560, June.
    16. Nader T. Tavassoli & Gavan J. Fitzsimons, 2006. "Spoken and Typed Expressions of Repeated Attitudes: Matching Response Modes Leads to Attitude Retrieval versus Construction," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 33(2), pages 179-187, July.
    17. Guiyang Xiong & Sundar Bharadwaj, 2014. "Prerelease Buzz Evolution Patterns and New Product Performance," Marketing Science, INFORMS, vol. 33(3), pages 401-421, May.
    18. Tavassoli, Nader T & Han, Jin K, 2001. "Scripted Thought: Processing Korean Hancha and Hangul in a Multimedia Context," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 28(3), pages 482-493, December.
    19. Michael Luca & Georgios Zervas, 2016. "Fake It Till You Make It: Reputation, Competition, and Yelp Review Fraud," Management Science, INFORMS, vol. 62(12), pages 3412-3427, December.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Tobias Maiberger & David Schindler & Nicole Koschate-Fischer, 2024. "Let’s face it: When and how facial emojis increase the persuasiveness of electronic word of mouth," Journal of the Academy of Marketing Science, Springer, vol. 52(1), pages 119-139, January.
    2. Moldovan, Sarit & Shoham, Meyrav & Steinhart, Yael, 2023. "Sending mixed signals: How congruent versus incongruent signals of popularity affect product appeal," International Journal of Research in Marketing, Elsevier, vol. 40(4), pages 881-897.
    3. repec:wsr:wpaper:y:2010:i:057 is not listed on IDEAS
    4. Poumanyvong, Phetkeo & Kaneko, Shinji & Dhakal, Shobhakar, 2012. "Impacts of urbanization on national transport and road energy use: Evidence from low, middle and high income countries," Energy Policy, Elsevier, vol. 46(C), pages 268-277.
    5. Vasu Unnava & Ashwin Aravindakshan, 2021. "How does consumer engagement evolve when brands post across multiple social media?," Journal of the Academy of Marketing Science, Springer, vol. 49(5), pages 864-881, September.
    6. Krishen, Anjala S. & Dwivedi, Yogesh K. & Bindu, N. & Kumar, K. Satheesh, 2021. "A broad overview of interactive digital marketing: A bibliometric network analysis," Journal of Business Research, Elsevier, vol. 131(C), pages 183-195.
    7. Valentina A. Assenova, 2020. "Early-Stage Venture Incubation and Mentoring Promote Learning, Scaling, and Profitability Among Disadvantaged Entrepreneurs," Organization Science, INFORMS, vol. 31(6), pages 1560-1578, November.
    8. Hien Thanh Hoang & Linh T. D. Huynh & George Chen, 2019. "How New Economic Geography Explains Provincial Wage Disparities: Generalised Methods Of Moments Approach," Economy of region, Centre for Economic Security, Institute of Economics of Ural Branch of Russian Academy of Sciences, vol. 1(1), pages 205-215.
    9. Roberta Capello & Camilla Lenzi, 2019. "The nexus between inventors’ mobility and regional growth across European regions," Journal of Geographical Systems, Springer, vol. 21(4), pages 457-486, December.
    10. Dietrich, Andreas & Wanzenried, Gabrielle, 2014. "The determinants of commercial banking profitability in low-, middle-, and high-income countries," The Quarterly Review of Economics and Finance, Elsevier, vol. 54(3), pages 337-354.
    11. Chen, Haiyang & Dai, Ya & Guo, David, 2023. "Financial literacy as a determinant of market participation: New evidence from China using IV-GMM," International Review of Economics & Finance, Elsevier, vol. 84(C), pages 611-623.
    12. Andreas Drichoutis & Rodolfo Nayga & Panagiotis Lazaridis, 2012. "Food away from home expenditures and obesity among older Europeans: are there gender differences?," Empirical Economics, Springer, vol. 42(3), pages 1051-1078, June.
    13. Aziz N. Berdiev & James W. Saunoris, 2023. "The case for independence: Does central bank independence curb the spread of the underground economy?," Kyklos, Wiley Blackwell, vol. 76(3), pages 407-435, August.
    14. Ćorić, Bruno & Pugh, Geoff, 2013. "Foreign direct investment and output growth volatility: A worldwide analysis," International Review of Economics & Finance, Elsevier, vol. 25(C), pages 260-271.
    15. Tao Lu & May Yuan & Chong (Alex) Wang & Xiaoquan (Michael) Zhang, 2022. "Histogram Distortion Bias in Consumer Choices," Management Science, INFORMS, vol. 68(12), pages 8963-8978, December.
    16. Drichoutis, Andreas C. & Lazaridis, Panagiotis & Nayga, Rodolfo M., Jr., 2009. "Body Weight Outcomes and Food Expenditures Among Older Europeans: A simultaneous equation approach," 113th Seminar, September 3-6, 2009, Chania, Crete, Greece 58010, European Association of Agricultural Economists.
    17. Alexei Parahonyak & Nick Vikander, 2024. "Strategic Use of Product Delays to Shape Word-of-Mouth Communication," Economics Series Working Papers 1032, University of Oxford, Department of Economics.
    18. Romanos Priftis & Anastasia Theofilakou, 2021. "Growth effects of corporate balance sheet adjustments in the EU," Empirical Economics, Springer, vol. 60(2), pages 773-801, February.
    19. Liu, Hongfei & Jayawardhena, Chanaka & Shukla, Paurav & Osburg, Victoria-Sophie & Yoganathan, Vignesh, 2024. "Electronic word of mouth 2.0 (eWOM 2.0) – The evolution of eWOM research in the new age," Journal of Business Research, Elsevier, vol. 176(C).
    20. Lee, Boram & Rosenthal, Leonard & Veld, Chris & Veld-Merkoulova, Yulia, 2015. "Stock market expectations and risk aversion of individual investors," International Review of Financial Analysis, Elsevier, vol. 40(C), pages 122-131.
    21. MacDonald, Peter, 2013. "Labour substitution and the scope for military outsourcing," MPRA Paper 46688, University Library of Munich, Germany.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:joamsc:v:51:y:2023:i:3:d:10.1007_s11747-022-00917-z. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.